About this entry
Oreo was a first mover in leveraging Vine to create snack-sized video content for fans in social media, and quickly emerged as an innovator and leader on the platform by amplifying the fan experience across Facebook and Twitter. In fact, Oreo has been cited as one of the best brands on Vine by several major trade publications, – including Adweek, Mashable and Fast Company – due to its creative use of the medium and authentic approach to content production. You can browse all of Oreo’s Vines at: https://vine.co/Oreo. Oreo conjures inspiration from fans – and the themes that fans love – to create a range of video content that ties the brand to those themes in an unexpected, but relevant, way. Below are some examples of the types of Vines Oreo has produced over the past year: Launched in spring 2013, the popular #SnackHacks series takes the cookie that fans *think* they know, and shows them a whole new way to experience it. While most recipes require cook books or lengthy instructions, Oreo is using Vine’s six-second limitation to show fans how easy it is to enjoy Oreo in iced coffee, as a popcorn-topper or even as a sweet taco. The Vine community has eaten up the short-form, how-to-style videos; in fact, the most frequent comment posted to the content has been, “MIND BLOWN.” The series has reaped 219 million total impressions with more than 58K social shares, and is helping people see this 102-year-old cookie in a whole new way. Oreo Oddities and Oreo Games make the most of Vine’s stop-motion capabilities, reinforcing the brand’s imaginative side by demonstrating how Oreo – assisted by the editorial possibilities presented by Vine – can help fans defy laws of the physical world. Other Vine content from the brand places Oreo smack in the middle of pop culture. For example, Oreo made waves this past Halloween by releasing a series of Vines that parodied famous horror flicks (see example below), amassing a total reach of 5MM impressions. Another example: the brand’s clever response to HBO’s recent #ROASTJOFFREY effort, which made it to the HBO campaign’s home page and garnered more than 500 shares on Twitter alone.
Why does this entry deserve to win?
• Hootsuite: 5 Great Brands on Vine (#1) • Mashable: 15 Brands Kicking Butt on Vine • Econsultancy: 15 Best Branded Vines of 2013 • Fast Company: 6 of the Best, Boldest Uses of Vine in Creative Marketing • Adweek: Top 20 Halloween Videos from Brands • INC: Vines You Must Watch if You're Marketing Online